@robertvhoesel it’s hard to say which strategy is yielding results but overall I can tell you the engagement needle is moving, albeit slowly. Example: Yesterday a new member posted a question about managing customer complaints, and in my comment I tagged all the community members with CRM expertise. Once of those members jumped in with a detailed answer - and she hasn’t signed onto the platform since August 3, the day she registered.
(Backstory: My company launched this community by sending an email to its entire subscriber list back in August and then did very little to build the platform, so most of my “founding members” are one-and-done. The fact that we’re getting sufficient momentum to see some of those folks come back is significant. Baby steps!)
I’ve organized the site around topic-specific groups that map loosely to job function (outsourcing, channel strategy, etc.) and so far that seem to be working well. Beyond simply reminding our tuned-out members that the platform event exists I’d say my main challenges are 1) getting folks to feel comfortable asking about potentially sensitive topics within their organizations and 2) getting folks to feel like they don’t have to be “experts” in a specific area to have valuable insights to share.
I am going for quality over quantity - thoughtful, insightful conversations among top CX execs is the value-add, not just tons of engagement - so I’ve got my superusers modeling that behavior as much as possible.
I’m totally with you on perks for community members! It’s been a challenge to integrate the community with the larger business because we’re already soliciting perks from our partners to offer at our live events and our marketing team doesn’t want to go too often to the well. In general, while I’m working hard to build organizational support, our marketing team seems to perceive a zero-sum game: the more active members are in the community, the less open they may be to the email marketing that forms the backbone of the business.
Are your exec communities open or closed? I’d love to hear more about your experiences working with closed communities, as this is my first time managing one. The exclusivity is certainly an asset but I struggle with the limitations on promoting the site to attract new members (we’re an invite-only platform). Building engagement is, to a large extent, a numbers game.
Thanks so much for your thoughtful replies!